What to Put on an About Page for Creative Professionals
Your About page is more than a biography—it’s your chance to connect with potential clients on a personal level, share your story, and show what makes you and your creative business unique. For creative professionals, especially those with small teams or running solo, your About page should reflect your personality, values, and what sets your business apart. Here's how to make it shine.
Start With the Client: What's In It for Them?
One of the biggest mistakes many creative professionals make is writing an About page that's all about them. While it's important to share your story, the best way to engage visitors is to first focus on how you can help solve their problems. Your audience is likely seeking a solution to something—whether it's designing a website, capturing their wedding day, or creating a unique brand identity.
So, angle your About page's opening around how you can help them. Start with a client-facing sentence that addresses a problem they might have, and show how your business is the answer.
For example:
Family Photographer
"Are you tired of awkward, stiff family photos that don't capture the love and connection between you and your loved ones? Imagine beautiful family photos that showcase each member of your family’s unique personality to cherish for years to come. Hi! I’m [Your Name]! I capture authentic, heartwarming moments that tell your family's individual story."
Wedding Planner
"Planning a wedding can feel overwhelming, but you don’t have to do it alone. At [Your Business Name], we make your dream wedding a reality by handling the details, so you can enjoy every moment of your special day."
Content Creator
"Struggling to find your unique style after the overwhelm of starting a family? I’m here to help you re-discover your true style and help you feel comfortable and confident as a busy mom on-the-go."
By focusing on your audience’s needs first, you'll grab your reader's attention and set the stage for the rest of your About page content. Once you've addressed their pain points, you can then delve into your story and how your background and expertise uniquely position you to help them.
Share Your Story
Let visitors know how your creative journey began. Highlight milestones, experiences, or even a pivotal moment that shaped your path. People love stories—it humanizes your brand and builds trust.
For example:
How did you discover your passion for [your creative field]?
What inspired you to start your business?
What values or experiences guide your work?
If you’re a small team, include snippets about your team members, their roles, and what makes them excited to be part of the business.
Highlight Your Unique Edge
This is the “why choose you?” section. Explain what makes your services different and why clients love working with you. Do you have a signature style, a specific process, or an approach that’s uniquely yours?
Add a Professional Photo (or Two!)
Put a face to the name! Including a high-quality, friendly photo helps clients feel connected. It doesn’t have to be formal—a relaxed, approachable image works wonders. This is a great place to highlight your team as well. Showcase images and bios for each of your team members.
Add a Personal Touch
Share a few fun facts to create connection points. What do you love outside of work? A favorite book, hobby, or coffee order can make you relatable. For example:
"When I’m not working on [your creative work], you can find me [personal hobby] or bingeing [favorite TV show]."
Show Your Expertise
Sprinkle in your credentials, awards, or noteworthy projects, but keep it conversational. Instead of listing your accolades, frame them as part of your story:
"Over the past [X years], I’ve had the honor of [notable achievement]. It’s been such a joy to see my work featured in [specific publications or events]."
Highlight a Testimonial
Including a testimonial from a satisfied client or customer provides social proof, which can help establish trust with potential clients. It’s one thing to say you're great at what you do, but it’s another when someone else validates it.
Testimonials can also demonstrate how your work has made a real difference for clients, which helps potential customers see the value you offer.
Make sure to select a testimonial that aligns with your brand values and reflects the type of work you're most proud of. Placing it strategically, either towards the middle or end of your About page, can give potential clients the reassurance they need as they consider working with you.
Include a Call to Action
Guide your visitors toward the next step. Whether it’s contacting you, browsing your portfolio, or reading more about your services, make it a clear and easy to take action.
"Want to learn more about how I can help bring your vision to life? Check out my portfolio!"
Final Thoughts
Remember, your About page is more than just a ‘who we are’ section—it’s a chance to show your personality, highlight your expertise, and, most importantly, let your clients know how you can help them. So, grab that keyboard, inject some personality, and make sure your About page speaks directly to your future clients. After all, you want them to be as excited to work with you as you are to work with them!
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